This looks like a good book, it reveals how the food and drinks industry spends 300 million pounds in the UK alone every year to gain insight into their customers – young children – and how they can use the things they like, toys, cartoons, product placement on computer games etc to get them to get their parents to buy the delicious treats and sweats that contain unhealthy levels of sugar and salt. It seams a bit unfair that the best graduates and technology is deployed to unpick and manipulate the desires of young impressionable minds… insight without integrity maybe.
Just a thought but if food manufacturers invest so much money in understanding the emotions, behaviour and psychology of their customers and design products and promotions that use this insight to find the competitive edge, why is it that business to business companies invest so little in understanding the nature of their customers? This lack of insight surely gives the organisations that are prepared to invest, a huge opportunity to get closer to the customer, differentiate and add value by taking the right products and services to market in the right way.
Business to business definitely has an opportunity to put the customer first and use insight with integrity.